- Look at Analytics to see if the page gets views currently
- Is all of the information still accurate?
Content Strategy
It all starts with content. Let’s get organized.
When reviewing the content on your current site for migration to your new site, keep the following in mind:
Is this Information still relevant?
Is There Enough Content For It To Be On It’s Own Page?
- Or is there too much and we need to break it onto different pages?
High Value vs. Low Value Pages
| Feature | High-Value Pages | Low-Value Pages |
|---|---|---|
| Word Count | 600–2,000 words | 400–600 words |
| What They Are | Pages that are most important for your site — either because you want to drive users there or because users naturally visit them often. | Pages that users don’t spend much time on. Examples: blog posts, compliance/informational pages, or pages added to complete the Sitemap. |
| How to Identify / Handle | - Map out User Flow — key paths you want visitors to take. - Review Google Analytics to see which pages get strong traffic or are part of important journeys. - Use Page Exploration Insights to understand how users navigate and which pages they land on most. | - Keep user interactions minimal — avoid forms or features that require effort. - Guide visitors toward high-value pages or key actions. |
| Why They Matter | Often represent the final step in the user journey — conversions, signups, or other key actions happen here. | Serve as supportive pages — useful, searchable, but not the main focus for conversions. |
| Content Guidelines | - Detailed, well-crafted content. - Extra time and care in writing and structure due to their impact. | - Clear, concise content. - Focus on being searchable and helpful without overwhelming users or distracting from main goals. |
| Placement on the Site | Typically linked in the main menu or other prominent areas, if it supports the overall user journey. | Usually placed in secondary menus or deeper site sections, since they support high-value pages rather than being primary destinations, but can also live in the main menu if it makes sense to the user journey. |
How many High-Value pages should a site have?
A site can have multiple high-value pages. The key is to use traffic data to identify them:
- Check Google Analytics to see which pages get the most visits.
- These high-traffic pages should be easy to find and access throughout the site.
- Create clear pathways and content loops to guide users to these pages and keep them engaged.
Exception: Conversion Pages
Some pages exist primarily for a specific action, like a contact form or signup page. These pages should not follow the usual word count.
- Focus on getting users to complete the action rather than reading long text.
- Aim for 25–50 words that clearly explain the action or its benefit.
- Include a catchy headline or brief explanation while keeping the content consistent with the site’s voice and tone.
Goal: Make it effortless for users to take the desired action and maximize conversions.
Organizing Content
Now that we understand the different page types, it’s time to focus on how we organize content.
Key point: Meeting word count targets alone won’t engage users or improve search rankings. The content needs to add real value.
Think of it this way:
- One company lists its services with short descriptions.
- Another goes deeper, explaining what makes each service unique and why it matters.
The second company naturally reaches a higher word count — not by padding text, but by providing meaningful, useful content.
Our goal: Be like the second company — create pages that are valuable, engaging, and informative, rather than just hitting a word count.
Follow these basic guidelines:
Use short paragraphs
no one wants to read a novel when visiting a website
Include bullet points when necessary
bullet points help users skim content faster and still gather context
Include images
Images that illustrate and support the copy
Embed relevant videos
Any relevant and visually appealing videos that support your content? Let’s add it!
Utilize modules or templates
visually articulate content in an interesting way, instead of a wall of text
Link to other important, or related pages
Help users seamlessly flow from one page to another.
Take it one page at a time
Think about making quality content first, and then think about how to link them together